DIRECTV STREAM, the live TV streaming service from DIRECTV, has undergone a series of transformations and rebrandings since its inception, including four different names and soon a new owner as AT&T looks to sell its remaining ownership of the company.
Next month DIRECTV STREAM will turn eight years old, so let’s look back at the service’s history.
Early Days (2016–2019)
- DIRECTV NOW (2016): Launched in November 2016 as DIRECTV NOW, it was one of the first major entrants in the live TV streaming market along with PlayStation Vue, Fubo, and Sling TV. It aimed to offer a cable-like experience delivered over the internet, targeting cord cutters and those seeking a more flexible TV option.
- Growing Pains: Initially, DIRECTV NOW faced technical issues and customer service challenges, partly due to its rapid growth. It also struggled to balance affordability with offering a comprehensive channel lineup.
- Price Hikes and Package Changes (2019): In 2019, DIRECTV NOW implemented price increases and revamped its channel packages. This led to some customer dissatisfaction. Once customers became used to the $35 a month rate, the price kept rising and all the original packages were discontinued for new customers. These packages were replaced with more expensive TV packages.
AT&T Era (2019–2021)
- AT&T TV NOW (2019): Following AT&T’s acquisition of Time Warner, DIRECTV NOW was rebranded as AT&T TV NOW in 2019. This move aimed to align the service with AT&T’s broader TV offerings, but it also created confusion with the similarly named AT&T TV (a different service altogether).
- AT&T TV (2020): AT&T launched a new internet-delivered TV service called AT&T TV, which offered a more traditional TV experience with a set-top box and contracts. This further muddied the waters and confusion for consumers.
Return to DIRECTV (2021–Present)
- DIRECTV STREAM (2021): To simplify its branding and streamline its offerings, AT&T rebranded AT&T TV NOW as DIRECTV STREAM in 2021. This marked a return to the DIRECTV name and aimed to clarify the service’s position within the DIRECTV family.
- Focus on Streaming: With the rebranding, DIRECTV STREAM shifted its focus to being a premium streaming service, offering a wide range of channels, cloud DVR, and the ability to stream on multiple devices.
- Integration with DIRECTV Satellite: DIRECTV STREAM is now more closely integrated with DIRECTV’s satellite service, allowing customers to bundle packages and access a unified user experience.
In a statement to Cord Cutters News about its 8th anniversary, DIRECTV said, “DIRECTV is honored to connect millions of consumers satellite-free to their sports, entertainment, and news, and we continue to invest and innovate to deliver the future of TV.”
Challenges and Opportunities
DIRECTV STREAM continues to face challenges in a competitive streaming market dominated by players like YouTube TV, Hulu + Live TV, and Sling TV.
The future of DIRECTV STREAM is very much in question now as DISH and DIRECTV are in the process of merging. If that deal happens, there are many questions about what will happen to Sling TV and DIRECTV STREAM.